Revolutionizing Video Creation: Tessact's Journey to success and innovation

In an interview with Adgully, Manas Mati Co-Founder Tessact shared on how Tessact is aiming for transformation of the content creation process by offering absolute automation and discerning micro-analytics, empowering content creators for utilising real-time circustantial insights, further being an enabler of making data-driven decisions, tailoring their content for suiting target audiences and platforms. Excerpts - 

You won 14th AEGIS Graham Bell Awards beating the mighty companies, how does it feel to secure the prestigious award in the initial years of your operations?

It's incredibly thrilling; we are overjoyed and amazed to have been named the winner of this esteemed award. This recognition serves as strong validation for the technologies we have developed or are currently developing at Tessact. It's evident that others are taking note of how our work is spearheading AI-driven transformation in the media and entertainment sector.

What was the vision Vision/ Idea behind Tessact? Why did you form the company, what was the gap of the industry which you were trying to fill in?

 In today's rapidly growing video content landscape, competition is fierce due to the abundance of high-quality videos across various platforms. Traditional metrics like views and click-through rates fall short in providing comprehensive insights into video effectiveness.  This limitation stems from the lack of techniques or tools that utilize contextual insights throughout the content creation and publishing processes. Conventional tools operate in silos, hindering data sharing among teams and prolonging workflows. Tessact, an AI Video Tech company, aims to revolutionize content creation by offering seamless automation and insightful micro-analytics. It empowers content creators to utilize real-time contextual insights, enabling them to make data-driven decisions and tailor their content to suit target audiences and platforms.

In what ways does Tessact add value to the clients in the media industry? Could you provide a case study as an example?

Tessact helps customers keep up with the tsunami of content and facilitates creation of better-performing videos, than the current ones, faster and at less cost.  This ensures to get the right entertainment in front of the right viewers at the right time; and drive viewership engagement and revenue growth for content creators and distributors. As an illustration, many clients leverage Tessact to enhance the creative potentials of their social media short videos. They accomplish this by utilizing our automated AI video tagging and context-based video creation tools. These functionalities identify the most captivating elements or moments by employing algorithms to match metadata and curate short videos of desired length.    

 Which are the largest brands which are your clients? Also, can Tessact provide its facilities to individual creators too?

Tessact platform has been deployed with major content houses, broadcasters, OTTs and music companies. We work with brands and advertisers, who in turn engage with individual creators.

With the advent of AI in our lives, where do you think Tessact stands? Especially Google coming up with video creation AI, Chat GPT and above all the excitement about SORA?

 The emergence of AI video generators presents both challenges (for betterment) and opportunities for Tessact. SORA is not the first text-to-video generation AI model to enter the market. The other solutions in the same space include likes of Runway, Google Lumiere, etc. While many of these multi-billion-dollar research initiatives or frameworks are showing path breaking progress, they are yet to address several creative challenges and also to produce output movie-length video. It's important to note that while AI can assist in video generation, creativity and human input remain essential. Tessact offers a unique set of end-to-end solutions and capabilities completely focused to drive creativity, efficiency, and insight across the media & entertainment industry. As we continue to drive our innovations and explore these AI frontiers, we see greater opportunities for Tessact to unlock new possibilities.

How will AI be impacting the video industry? Do you foresee an entire shift of the approach?

 AI has made significant advancements in video generation, making it possible to create videos with the help of artificial intelligence algorithms.   They include text-to-video AI, video-to-video AI, video editing assistant, voice & image integration etc. All these technologies are intended to lower costs for video production and other often-expensive artistic endeavors besides creating significant agility in the video creation process. Each of these AI models  address specific needs and also have several challenges to overcome,  such as concerns for lack of originality, copyright , maintaining ethical standards (AI algorithms may  reflect biases present in the trained data), meeting content safely standards and overcoming technical issues (accurate lip-syncing, facial expressions, producing movie length video etc) Adoption of AI video generation technologies shall be gradual over the years, depending on maturity of the solution and its fitness for the type of videos to be produced for the target audience. 

How do you see Tessact growing in India in the next 3 to 5 years?

 Tessact is poised to establish itself as a leading company in the AI video creation space emphasizing the fusion of cutting-edge technology with human inputs. Currently serving three of the top five media companies of India, we are committed to deepening these partnerships while expanding our reach to many of the world's most recognizable brands to run video creation and publishing processes more efficiently, accelerate data-driven decision making and increase profitability in the coming years. As part of our continuous growth trajectory, we are diversifying into additional verticals, including exploring opportunities within the realm of live streaming. With a robust foundation in India, our strategic focus now extends towards international markets. To showcase our advanced capabilities on a global stage, we are actively participating in major international events, with NAB 2024 serving as a pivotal starting point in this endeavor.